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Citation: Hair, J. F. Jr., Hult, G. T. M., Ringle, C. M., Sarstedt, M. (2014). A Primer on Partial Least
Squares Structural Equation Modeling (PLS-SEM). Sage Publications. ISBN: 978-1-4522-1744-4.
307 pp. Reviewed by Lawrence Hoc Nang Fong and Rob Law, European Journal of Tourism
Research 6(2), pp. 211-213
In view of its essential role in knowledge complex model, for testing a model containing
creation, multivariate data analysis prevails in both formative and reflective constructs, and
the social sciences literature. The field of for handling single-item measures. To this
tourism is not an exception, specifically in the end, the timely introduction of the book “A
widely adoption of structural equation Primer on Partial Least Squares Structural
modeling (SEM), a multivariate technique, by Equation Modeling (PLS-SEM)” helps tourism
tourism researchers over the past decade. researchers stand at the front edge of the
While there are two major types of SEM SEM technique and make effective use of the
including covariance-based SEM (CB-SEM) PLS-SEM in data analysis. Additionally, the
and variance-based SEM (PLS-SEM), the book illustrates the application of PLS-SEM
former dominated previous tourism research. with a free downloadable software namely
However, increasing use of PLS-SEM in SmartPLS which is essential to extend the
tourism research has been witnessed in application of PLS-SEM in tourism research.
recent years. This upward trend is likely to
persist in the near future given the growing Authored by Hair, Hult, Ringo, and Sarstedt,
popularity of PLS-SEM in other social the book consists of eight chapters. To equip
sciences domains like marketing, strategic the readers with the basic knowledge of PLS-
management, and management information SEM, Chapter 1 delineates the meaning of
system, as specified in the preface of the SEM and its relationship with multivariate
book. Indeed, PLS-SEM, in relative to CB- data analysis, followed by a description of the
SEM, provides more flexibility in handling of major elements in multivariate data analysis.
data. For instance, PLS-SEM is well-suited for Then the basic elements of PLS-SEM are
accommodating small sample sizes and explained. Finally, PLS-SEM is distinguished
BOOK REVIEW 211
Hair, J. F. Jr., Hult, G. T. M., Ringle, C. M., Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation
Modeling (PLS-SEM). Sage Publications. ISBN: 978-1-4522-1744-4. 307 pp.
simple and straightforward, facilitating the when applying the technique. These gaps,
reader to comprehend the contents. however, leave rooms for the book. The
Mathematical equations and formulas, which authors made a systematic and
usually demand painstaking efforts from non- comprehensive review of the recent literature
statisticians, are limitedly used in the book. and thorough discussions on those
Rule-of-thumbs, which are always the controversial issues in order to provide
information that social sciences researchers general guidelines for the readers. In this
look for in a statistics text, are clearly regard, contribution of the book to the
exhibited in the book. However, a few typos advancement of knowledge is notable,
are found. In general, the content especially in the field of tourism where the
presentation of the book facilitates readers’ application of PLS-SEM is still at the infant
learning process, leading toward the stage.
achievement of the authors’ goal of
communicating the PLS-SEM method to Although the book has a lot of merits, there
broad audience. are still rooms for improvement. While the
authors have introduced four types of HCM in
Illustration is a major component that Chapter 7, they only illustrate one type in the
determines the value of an application- chapter. In their future edition, if any, the
oriented statistics text. The authors refer all authors may cover all types of HCM in the
illustrations to a single case, so that readers part of illustration. Additionally, Chapter 8
do not need to expend great efforts on stated that there are several approaches of
comprehending and thinking about a variety PLS-MGA. However, the authors merely
of cases and, thus making the learning incorporate one of the approaches without
process more efficient. Another credit for the providing justifications on excluding the
authors is on their selection of a free others. In the future, the authors may explain
downloadable software namely SmartPLS to and illustrate all the approaches and discuss
illustrate the analyses. Their choice is likely to the pros and cons of these approaches.
reinforce the popularity of PLS-SEM.
In summary, the book is of good quality as its
Although there is a plethora of articles and content is easy-to-read, comprehensive, and
edited book regarding PLS-SEM, they were up-to-date. Tourism researchers are highly
not dedicated to novices of PLS-SEM. Many recommended to read this book if they want
issues in the application of PLS-SEM are still to catch up with the latest trend of application
debatable which may confuse researchers of SEM techniques.
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